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Global Consumers Want to Have Fun

As usual, one of the main talking points of this year’s Super Bowl was the attendant TV advertising, when America’s biggest companies vie to catch the attention of national and, increasingly, international viewers. What is striking is that some of the very successful ads such as Volkswagen’s ‘The Dog Strikes Back’, M&Ms’ ‘Just My Shell’ or Coca Cola’s ‘The Polar Bear’ all have a similar tone – they are light-hearted, they take us on a journey and most importantly they make us smile. Consumers around the world have had to deal with a series of economic challenges but no matter how bad things get, they still want to have a bit fun, as we explore in this month’s Snapshot. To read the full article click here

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